Engaging your customers in products and services is one thing. But how easy is it for them to contact you once they decide to buy?
Whether we’re talking B2C or B2B, all successful new business depends on open communication. It’s the backbone of brokering deals and creating lasting partnerships, the top soft skill employers are looking for in new job applicants, and your greatest asset in managing a brand crisis. Particularly now, as the economy has become fluid in adapting to COVID-19, communication is vital for letting your customers know how its effects influence the services you provide.
You might think that this all sounds fairly obvious, but the fact of the matter is that many companies still fail to stay consistent in the information they share with their current and future customers. If Marketing’s messaging doesn’t align with what Sales is pitching, for instance, more leads will get the impression they’ve been misinformed—and they won’t buy from you.
So how do you go about fixing that? Consider working on these areas:
Align your digital content. Whether it’s your website that needs tweaking, or your social media campaigns that are in dire need of an update, these efforts should all be coordinated to guarantee that your in-bound leads are told the same information.
Strengthen your inter-departmental management. Have Sales and Marketing work together more frequently in order to get an understanding of what the other has to deal with on a daily basis, and how each goes about addressing customer concerns.
Have a dependable contact for your customers. Dedicated account managers are great. Phone trees and chat bots are not.
Emphasize soft skills in your hiring and training. When your team members actively listen to your customers, the more accurately they can fix whatever the problem may be and retain that business. (That goes for in the office, too!)
